文档介绍：合肥工业大学
硕士学位论文
安徽广告产业发展研究--基于SCP范式的分析
姓名:王忠
申请学位级别:硕士
专业:产业经济学
指导教师:黄志斌
2010-09
安徽广告产业发展研究—基于 SCP范式的分析
摘要
自改革开放以来,经过三十年的快速发展,安徽广告业迎来了一个崭新的
历史发展时期。广告业从恢复到发展,从幼稚到成熟,从理论到实务,都发生
了翻天覆地的变化,成为对安徽经济发展起重要作用的产业,是安徽经济发展
的“温度计和晴雨表”,发展前景广阔。
本文采用产业组织理论的 SCP 范式对安徽广告业发展进行研究,探析促进
或阻碍安徽广告业发展的因素。一是分析安徽广告产业的发展现状与趋势,安
徽广告市场的规模虽然很大,但与发达地区相比差距还很大。二是分析安徽广
告产业环境,第二产业与第三产业广告投放量较大,终端消费对广告产业发展
的影响较强。三是分析安徽广告产业组织,存在市场集中度低、规模经济不明
显的特征。四是分析安徽广告产业存在的问题,并提出了相应的政策建议。
本文对丰富安徽广告产业研究的理论体系,对安徽广告产业发展融入皖江
城市带承接产业转移示范区规划,是一次有意义的尝试。

关键词:广告产业广告市场进入壁垒规模经济绿色广告
Research on The Development of Anhui’s Advertising
Industry—Based on The Theory of the SCP Model
Abstract
Since the reform and opening-up and after 30 years’ rapid development,
Anhui advertising industry is now ing a brand-new historical development
period. Dramatic changes have taken place in Anhui advertising which experienced
through revival, growth, maturity, and developed from theory to practice. Now
being an important industry of Anhui economy, Anhui advertising serves as a
barometer of Anhui economic development, and has broad prospect for
development.
This research studies the development of Anhui advertising industry by
adopting the theory of SCP model, to research and analyze the factors which
promote or hinder the development of Anhui advertising industry. Firstly, the
present situation and development tendency of Anhui advertising. Although the
market scale of Anhui advertising is quite large, it is still in the relative backward
pared with other developed areas. Secondly, the economic
environment of Anhui advertising. Among industries, the second industry and the
third industry contribute more to advertising industry, and the terminal
consumption has great influence on advertising industry. Thirdly, the industrial
organization. The market structure of Anhui advertising has the characteristics of
low market concentration and unobvious scale economy. Fourthly, the r